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Google Tech TalksFebruary, 8 2008ABSTRACTInternet searching and advertising increasingly plays a role in consumer decisions and purchases, yet pertinent information for making value-judgments is currently awkward to ferret out and certainly not universally accessible or useful. There is rarely a feedback loop aligning vendor or manufacturer's environmental, social or governance policies with a shopper's values, so shoppers, over time, rarely cause industries to change their behavior.There needs to be a way for shoppers to aim their purchasing power at achieving social values of highest regional priority. There needs to be a way to accumulate and redeem &quot;social values rewards&quot;. What's missing is timely and impactful analysis of a candidate purchases' impact on the Shopper's family, region and planet (expressed according to their values), so that the purchaser can more easily make informed purchasing decisions.With some modifications to Google ads and Google product search, Google could solidify the feedback loop and help consumers, by their actions, build a greener and better world.Speaker: Bruce CahanBruce B. Cahan, President Urban Logic, Inc. (a nonprofit organization)Email: [email protected] Cahan is an Ashoka Fellow, a social entrepreneur, a non-residential fellow of Stanford Law School's Center for Internet and Society, a lawyer, and a banker.In 1989, a steam pipe exploded outside his apartment building, spraying the neighborhood with 220 pounds of asbestos wrapping in an 18-story geyser of steam for several hours. After that, Bruce foresaw New York City's need for geospatial preparedness, and founded Urban Logic, a New York nonprofit, to make America's cities safer and sustainable. Bruce convinced New York to fund and build a multi-agency GIS basemap. As a bond lawyer, he found $20+ million in the City's capital budget to pay for its GIS utility.NYC's basemap was completed just 6 months before the tragic events of September 11th, 2001, and aided in coordinated response and recovery. In the months after September 11th, Bruce joined others at the City's Command Center to organize and staff its Emergency Mapping and Data Center. His team supplied the Mayor's Office, Fire, Police, EMS, military, public health, environment, news and other groups with up-to-date maps of rapidly changing conditions at Ground Zero and throughout Manhattan. Bruce was the catalyst for deploying OpenGIS'SensorWeb project to monitor environmental conditions citywide, and other innovations. Taking 9/11's lessons, Bruce designed the federal OMB's I-Team Initiative to strategically plan and implement spatial readiness across 49 states. Bruce's knowledge of finance, law and organizational barriers to spatial awareness and urban innovation comes from researching and writing major studies for the federal government, including . Financing the National Spatial Data Infrastructure (FGDC 2000) . Aligning Investments in Environmental Monitoring and Management Information Systems (EPA 2002) . The Value Proposition for GeoSpatial One Stop (OMB 2004) . A Regional Portfolio Investor's Toolkit (USGS 2006)In 2005, Bruce moved to Silicon Valley to organize two market-driven mechanisms that support urban sustainability. The first he calls the Means MeterTM, a tool for socially-purposeful consumers to buy products that reflect their values. The second is a bank that amplifies the sustainable impacts of Means MeterTM consumers and their vendors. The bank will reward choices that grow Sustainable ResiliencyTM. Bruce's bank would serve consumers, businesses, NGOs and governments. The bank would offer credit, insurance, investment and merchant banking services, and scale pricing and interest rates based on each customer's impact on Sustainable ResiliencyTM.Bruce graduated from The Wharton School of the University of Pennsylvania and Temple Law School. Bruce practiced law for 10 years with Weil, Gotshal & Manges in New York, where he specialized in structuring and negotiating complex corporate, bond, creditor's rights and real estate finance and ot...

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